A complete rebuild of the business site to scale content, improve clarity, and support product growth.
XE BUSINESS SITE REVAMP
CONTENT STRATEGY, INFORMATION ARCHITECTURE
2025
TABLE OF CONTENTS
Introduction
I led the full content strategy for the business site overhaul as the only content specialist. Working closely with product managers, designers, and developers, I helped determine what content needed to be created or redesigned. I also took charge of mapping the site’s information architecture, organizing page hierarchies, and collaborating with stakeholders to ensure the content accurately reflected how users engage with our products.
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2025
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5 MONTHS
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PRODUCT CONTENT SPECIALIST
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PRODUCT DESIGNER
PRODUCT MANAGER
SOFTWARE ENGINEER TEAM
The Ask
The business side of Xe became outdated and no longer reflected the scale or structure of our product offerings. The ask was to completely rebuild the business website, not just in design, but in content architecture. This included creating 30+ new pages, refreshing or retiring outdated content, and aligning everything to communicate our product value better, support customer decision-making, and enable smoother product launches.
The Solution
Information architecture overhaul
1
The first step was reorganizing the site to make it easier for users to navigate. The old layout was cluttered and didn’t match how customers actually searched for solutions. I worked closely with product managers and stakeholders to map out a cleaner, more intuitive page structure that grouped products, services, and resources in a way that made sense. Now, it’s much easier for users to find what they’re looking for and quickly understand what we offer.
Scaling for product growth
2
I worked closely with our designer to create flexible content modules that could be used across different page templates. These modules made it easier to build pages quickly while giving the website a more consistent look and feel. This approach not only gave the site a more modern look but also made it simple to support new product launches, updates, and changes without having to redesign pages from scratch.
Creating 30+ new pages
3
I built over 30 new pages and redesigned existing ones to better tell our product story and make it easier for customers to find what they need. Each page was shaped by keyword research, competitor analysis, and customer insights to understand what people were searching for and how to guide them to the right solution. The focus was on making complex financial products clear, approachable, and easy to understand.
Note: The pages shown are just a few from the website overhaul; to see more, visit Xe.com!
The Impact + Next Steps
Impact: Phase one of the new website was a success! In the first six months post-launch, page views jumped 131%, from 147K to 340K, showing users were finding what they needed more easily. It also drove over $600K in revenue from returning users and $56K from first-time users, proving the new structure and content helped both existing and new customers take action.
Next steps: With the new foundation in place, the focus is now on evolving our content strategy to better support ongoing product growth. This includes strengthening brand messaging, refining how we communicate value, and continuing to create content that drives both discovery and conversion.
More Work
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B2B messaging for financial services
FX RISK MANAGEMENT CONTENT SERIES
Developed a multi-phase content series for Xe’s currency risk tools, guiding users from initial awareness to understanding and confidently choosing the right solution. -
B2C product launch
XE ESIM FOR INSTANT DATA ABROAD
Designed and wrote the landing page for Xe’s new eSIM product, making a technical idea easy to understand with clear, engaging language. -
Coming soon: B2B products rollout
XE BUSINESS 2.0 ROLLOUT
Led content for the launch of Xe’s upgraded business platform, supporting the adoption of new features and attracting new customers.